PLANS to bolster York’s tourism industry by increasing its international appeal will take a major step forward when the city is presented to 260 world-wide travel buyers from 40 countries.

Tourism agency Visit York will be representing York at the inaugural ExploreGB, a new event organised by national tourism body VisitBritian to promote the UK’s offering to overseas visitors.

Tomorrow and Thursday, Visit York senior marketing executive Elaine Moss will take part in a series of one-to-one appointments, held at Ascot Racecourse, with 60 international tour operators, all of which have expressed an interest in adding York to their travel programmes.

Buyers such as Stephanie Cheng, managing director of China Holidays, Darlene St Louis, UK product manager for Senior Tours Canada and Stefan Heinzl, head of HTS Touristik in Germany, will hear all about York’s tourism offer.

Taking part in ExploreGB is the latest driver in Visit York’s new campaign, which aims to drive up international awareness of York as both a leisure and conference destination.

Kate McMullen, head of Visit York, said: “We are seeing increasing interest from emerging markets in our world-class attractions, festivals programme and gastro scene.

“By meeting with these key buyers face to face, we’re confident we can make sure York is high on the ‘must visit’ list of international visitors.

“Visit Britain’s invaluable support means we can show off our city at its very best to this important group of international buyers.”

Following the ExploreGB showcase, international delegates will be invited to attend familiarisation trips around the country. Three themed visits will head north and Visit York will welcome 64 tour operators; 26 from China, 17 from Denmark and Poland and 21 from France and Belgium.

The Chinese delegation will visit York’s Chocolate Story, the Shambles, York Minster, Mulberry Hall, York Mansion House and the Grand Hotel, stopping for lunch at Red Chilli and dinner at Bettys Café Tea Rooms, while the Danish, Polish, French and Belgian operators will visit a mix of Jorvik, York’s Chocolate Story and York Minster, stopping for lunch at the Grand.

Visit York’s new international marketing drive targets four key markets: North America, China, Germany and the Netherlands. So far, Visit York has attended three travel trade sales missions; Las Vegas last September, Guangzhou, China, last November and Utrecht this January, to boost York’s profile with international tour operators.

Attractions and venues in York have signed up to the campaign including York Minster, York’s Chocolate Story, the National Railway Museum, Jorvik Viking Centre, York Designer Outlet, Castle Howard and the Grand Hotel and Spa.

As part the campaign Visit York also recently created the city’s first travel guide in Mandarin. as well as a new destination video for York in Chinese, which has already generated more than 275,000 views.